The role of brands on consumers’ purchase decisions: the milk industry
Main Author: | |
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Publication Date: | 2017 |
Format: | Master thesis |
Language: | eng |
Source: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Download full: | http://hdl.handle.net/10362/28318 |
Summary: | This study attempts to understand how consumers consider, evaluate and behave when making purchase decisions in the milk category as well as how it is influenced by branding. Thus, results have shown that brand awareness is a commonly used heuristic on consumers’ choices, although other product-related attributes such as price, flavour and quality are also considered. Milk brands present different associations on consumers’ minds but, in some cases, they are not distinctive enough among each other. In terms of the decision-making process, consumers have several brands on their consideration set but they do not actively evaluate them, buying mainly for habit or driven by promotional campaigns as well as family or specialists’ recommendations. |
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The role of brands on consumers’ purchase decisions: the milk industryBrand awarenessBrand associationsConsumer decision journeyDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study attempts to understand how consumers consider, evaluate and behave when making purchase decisions in the milk category as well as how it is influenced by branding. Thus, results have shown that brand awareness is a commonly used heuristic on consumers’ choices, although other product-related attributes such as price, flavour and quality are also considered. Milk brands present different associations on consumers’ minds but, in some cases, they are not distinctive enough among each other. In terms of the decision-making process, consumers have several brands on their consideration set but they do not actively evaluate them, buying mainly for habit or driven by promotional campaigns as well as family or specialists’ recommendations.Cardoso, ElizabeteRUNOliveira, Mafalda Rios Brito de2020-06-30T00:30:35Z2017-06-302017-06-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/28318TID:201752778enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:15:10Zoai:run.unl.pt:10362/28318Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:28:55.323466Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The role of brands on consumers’ purchase decisions: the milk industry |
title |
The role of brands on consumers’ purchase decisions: the milk industry |
spellingShingle |
The role of brands on consumers’ purchase decisions: the milk industry Oliveira, Mafalda Rios Brito de Brand awareness Brand associations Consumer decision journey Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The role of brands on consumers’ purchase decisions: the milk industry |
title_full |
The role of brands on consumers’ purchase decisions: the milk industry |
title_fullStr |
The role of brands on consumers’ purchase decisions: the milk industry |
title_full_unstemmed |
The role of brands on consumers’ purchase decisions: the milk industry |
title_sort |
The role of brands on consumers’ purchase decisions: the milk industry |
author |
Oliveira, Mafalda Rios Brito de |
author_facet |
Oliveira, Mafalda Rios Brito de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Cardoso, Elizabete RUN |
dc.contributor.author.fl_str_mv |
Oliveira, Mafalda Rios Brito de |
dc.subject.por.fl_str_mv |
Brand awareness Brand associations Consumer decision journey Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Brand awareness Brand associations Consumer decision journey Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This study attempts to understand how consumers consider, evaluate and behave when making purchase decisions in the milk category as well as how it is influenced by branding. Thus, results have shown that brand awareness is a commonly used heuristic on consumers’ choices, although other product-related attributes such as price, flavour and quality are also considered. Milk brands present different associations on consumers’ minds but, in some cases, they are not distinctive enough among each other. In terms of the decision-making process, consumers have several brands on their consideration set but they do not actively evaluate them, buying mainly for habit or driven by promotional campaigns as well as family or specialists’ recommendations. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-06-30 2017-06-30T00:00:00Z 2020-06-30T00:30:35Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/28318 TID:201752778 |
url |
http://hdl.handle.net/10362/28318 |
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TID:201752778 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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